Global Brand Growth Research Draws Indian Marketers as Ehrenberg-Bass Scientist Visits Delhi and Mumbai

Senior Marketing Scientist Justin Cohen leads closed-door sessions and masterclasses in India, sharing evidence-based insights on long-term brand growth and marketing effectiveness

Justin Cohen, Senior Marketing Scientist at the Ehrenberg-Bass Institute for Marketing Science at the University of Adelaide, recently visited India to engage with senior marketing leaders across Delhi and Mumbai, sharing the Institute’s latest global research on how brands grow. The sessions focused on the widely cited Laws of Brand Growth, a body of evidence-based principles that explain how sustainable growth is driven by building mental and physical availability, reaching all category buyers, and using distinctive brand assets consistently over time.
During his India visit, Cohen conducted a series of masterclasses and closed-door discussions with marketing leaders, where conversations centred on moving away from short-term performance-led tactics towards long-term, broad-reach strategies grounded in scientific research. He said that India’s marketing community is demonstrating a growing appetite for evidence-based decision-making, noting that long-term brand building delivers more predictable and scalable business outcomes across markets and categories.

Cohen also shared insights from recent global studies undertaken by the Ehrenberg-Bass Institute, highlighting how brands that invest in consistency, reach and availability are better positioned to translate marketing effectiveness into sustained commercial impact. He said it was encouraging to see Indian marketers actively questioning traditional assumptions and engaging with research-led frameworks to guide growth strategies.
As part of the visit, Cohen led an exclusive workshop in Mumbai with the team and select clients of Admatazz, where discussions focused on applying the Ehrenberg-Bass growth framework to real-world marketing and business challenges. Reflecting on these interactions, Cohen said the conversations indicated a clear shift towards long-term brand thinking, with organisations increasingly looking beyond immediate metrics and embracing proven principles to build enduring brands.

The visit underscored the growing relevance of the Ehrenberg-Bass Institute’s research in the Indian market, as brands seek scalable, scientifically grounded approaches to marketing effectiveness. During the sessions, Cohen also introduced the Institute’s How Brands Grow Live! for Executives programme, which brings together the latest Ehrenberg-Bass research with practical application for senior business leaders.

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